07 декабря 2016 г.

Шорт-лист New or innovative


The TV Closedown Campaign

The TV Closedown Campaign

Year/ID: 2011 / H001G11
Group: H New or innovative
Subgroup: H New or innovative
Product and services category: Fair
Registrant: OGILVY & MATHER GMBH
Country: AUSTRIA
Brand name: Vienna Model Makers Fair
Advertiser: Reed Messe Wien
Advertising agency, city: Ogilvy and Mather, Vienna
Art director: Renate Stoica, Heinz Ploder
Copywriter: Michael Rittmannsberger
Creative director: Gerd Schulte-Doeinghaus
Director: Michael Rittmannsberger
Production company: Michael Rittmannsberger
Creative idea explanation: Objective: To promote the date and simultaneously generate interest in the upcoming Vienna Model-Makers Fair in the week before the event. There was no budget for a large advertising campaign. Concept / Implementation: Austria is one of the last countries that actually still has programme closedown. At the end of its regular progamme schedule, the Viennese channel W24 airs "Night Tracks", which shows outdoor stretches of the Viennese Tram and Underground network - and that with surprising popularity: Late every evening viewers are mesmerised by stretches of tracks, railway bridges and signals boxes. We decided to take advantage of this format and created a two minute film promoting the Model-Makers Fair to be aired on "Night Tracks". Results:Although no classical advertising was used to promote the 2010 Model-Makers Fair, the organisers recorded a 5% increase in visitor numbers on the previous year - and a new record visitor number for the Fair.




The greenest leaflet campaign in the world

The greenest leaflet campaign in the world

Year/ID: 2011 / H002G11
Group: H New or innovative
Subgroup: H New or innovative
Product and services category: Public interest and awareness
Registrant: AKCIÓ 360 REKLÁMÜGYNÖKSÉG KFT.
Country: HUNGARY
Brand name: WWF
Advertiser: WWF Hungary
Advertising agency, city: Akció 360, Budapest
Art director: Attila Nyéki
Copywriter: Attila Nyéki
Creative director: Attila Nyéki
Project manager: Akos Misinszki, Bernadett Samodai
Director: Tamás Gács
Production company: Umbrella
Other credits: Alexa Antal, WWF

Creative idea explanation: We reached more than 280.000 people with only one leaflet and no media spending. We printed the leaflet, asked two volunteers, disguised as pandas, to stand at the ends of the escalator in a shopping mall. Volunteer no. 1. gave the leaflet to a consumer, volunteer no. 2. took it back after reading and gave it to someone heading for the opposite direction. And so on, the leaflet went round and round instead of landing in the trash. We shot a short video of the activity and sent it to journalists and bloggers. The message reached 285.142 people in two weeks without any money spent on the campaign.



Apples

Year/ID: 2011 / H004G11
Group: H New or innovative
Subgroup: H New or innovative
Product and services category: Slovak Archery Club
Registrant: JANDL MARKETING A REKLAMA S.R.O.
Country: SLOVAK REPUBLIC
Brand name: Slovenský lukostrelecký klub
Advertising agency, city: JANDL, marketing a reklama s.r.o., Bratislava
Art director: Alexis Blanco
Copywriter: Eugen Suman
Creative director: Pavel Fuksa
Project manager: Rastislav Kuttner
Creative idea explanation: Slovak Archery Club wanted to raise awareness of their archery lessons, butlacked the budget to do anything large scale. We used the statues from themost crowded areas in Bratislava to surprise passers-by and establish a directmental link to the archery courses. We placed real red apples on the heads ofthe statues. On the apples, a sticker invited people to visit sslk.sk, the archeryclub's website. When the first batch of apples disappeared, we delivered a newone. And so on, until the day passed. Slovak School Archery Club has reporteda significant increase in enquiries.




What a person can miss, a machine wil find.

What a person can miss, a machine wil find.

Year/ID: 2011 / H016G11
Group: H New or innovative
Subgroup: H New or innovative
Product and services category: Amazonki - Stowarzyszenie Warszawa Centrum
Registrant: EURO RSCG WARSAW
Country: POLAND
Brand name: Amazonki - Stowarzyszenie Warszawa Centrum
Advertiser: Amazonki - Stowarzyszenie Warszawa Centrum
Advertising agency, city: Euro RSCG Warsaw
Art director: Rafał Ryś
Copywriter: Magdalena Banasik
Creative director: Jacek Szulecki
Project manager: Agnieszka Wichracka
Creative idea explanation: Most women know that self-examination can help diagnose breast cancer early. But many women don't know that a mammogram scan is the only way to be certain there are no dangerous lumps.To draw attention to this issue we came up with an original medium: a Store Security Tag Printed with the headline: "What a person can miss a machine will find".The tags were added to the bras by the shop assistant after a customer had bought them. The gate beeped what caught everyone's attention, but more importantly, it symbolized the reliability of a "machine" in detecting lumps.




Wanna rule the world of ads?

Wanna rule the world of ads?

Year/ID: 2011 / H019G11
Group: H New or innovative
Subgroup: H New or innovative
URL: www.adsoftheworld.com
Product and services category: Self Promo
Registrant: MCCANN-ERICKSON BUDAPEST KFT.
Country: HUNGARY
Brand name: McCann Erickson Budapest
Advertiser: McCann Erickson Budapest
Advertising agency, city: McCann Erickson Budapest
Art director: Péter Sári
Copywriter: Viktor Mátyus, Zoltán Endrődi
Creative director: Gábor Havasi
Designer: Nikolett Pálinkás, Levente Csordás
Project manager: András Kubicskó
Creative idea explanation: Hungary is a small market and creative talents are limited in number and hard to recruit. We've been searching for 3 years for new people. The solution is to open to the world. Idea is to use the creatives' own playground (The Ads of the World website) in a creative way. So we have uploaded a teasing question, letter by letter, looking like individual ads. In this way the thumbnails of the separate ads could be read as one copy: "Wanna rule the world of ads?"As they click on the thumbnails the enlarged picture contains the now readable bodycopy: "We would be more than happy to give you an opportunity. job@mccann.hu"




Good ideas glow in the dark

Good ideas glow in the dark

Year/ID: 2011 / H025G11
Group: H New or innovative
Subgroup: H New or innovative
Product and services category: Corporate
Registrant: BRUKETA & ŽINIĆ O.M.
Country: CROATIA
Brand name: Adris group
Advertiser: Adris group
Advertising agency, city: Brigada and Bruketa&Žinić OM, Zagreb
Art director: Davor Bruketa, Nikola Žinić
Copywriter: Ivan Čadež
Creative director: Davor Bruketa, Nikola Žinić
Project manager: Ivana Drvar
Other credits: Damjan Geber (Brigada, Architect), Vesna Đurašin (Production Manager), Radovan Radičević (DTP)

Creative idea explanation: Inspired by the successful project Good ideas glow in the dark, the annual report of Adris Group that has won many awards, we planned and set up the pavilion of Adris at the Weekend Media Festival, the largest regional festival of media industry. We created a room in which, upon entering, the lights fade out and the only things that glow are the annual reports of Adris on shelves and tables.




Ronhill Unlimited

Ronhill Unlimited

Year/ID: 2011 / H026G11
Group: H New or innovative
Subgroup: H New or innovative
URL: http://www.tdr.hr/unlimited/HR/index.html
Product and services category: Tobacco
Registrant: BRUKETA & ŽINIĆ O.M.
Country: CROATIA
Brand name: Ronhill
Advertiser: TDR
Advertising agency, city: Brlog and Bruketa&Žinić OM, Zagreb
Art director: Miran Tomičić, Neven Crljenak
Copywriter: Ivan Čadež
Creative director: Davor Bruketa, Nikola Žinić, Tin Kadoić
Designer: Tanja Pružek Šimpović
Project manager: Ivana Drvar
Other credits: Mario Lončarić (lead developer), Bruno Babić (backend developer), Mirko Sabljić (flash developer), Radovan Radičević (DTP)

Creative idea explanation: Ronhill Unlimited is the first interactive cigarette packaging in the world with QR code as a part of its design. Scanning the QR code takes you to a regional (ex-Yu) mobile web site where the user can find the nearest place where smoking is allowed by using the map that automatically shows his current location.Market situation: Because of the new act that prohibits smoking in public places, there is a lot less places where smoking is allowed.Solution: A cigarette packaging that tells you where is the nearest place you can have a smoke. Ronhill Unlimited contains a QR code on the back of its packaging that the user can scan with a mobile phone directing him to a regional mobile web page which is updated on daily basis. There the user can find the nearest place where smoking is allowed by using the map that automatically shows his current location. The user can also ad new locations him self.




Women For Sale

Women For Sale

Year/ID: 2011 / H027G11
Group: H New or innovative
Subgroup: H New or innovative
Product and services category: Task Force on Human Trafficking
Registrant: SHALMOR AVNON AMICHAY / Y&R INTERACTIVE TEL AVIV
Country: ISRAEL
Brand name: Atzum
Advertising agency, city: Shalmor Avnon Amichay / Interactive Tel Aviv, Tel Aviv
Art director: Dan Kashani, Gil Aviyam
Copywriter: Sharon Refael, Oren Meir, Liron Ben Yakov
Creative director: Yariv Twig, Roy Cohen, Sagi Blumberg
Designer: Gilad Boby
Photographer: Eyal Nevo, Uriel Sinai
Director: Roy Shalem
Production company: Production Company: Eyal Naor EXP
Other credits: Chief Creative Officer: Gideon Amichay, Executive Creative Director: Tzur Golan, Executive Creative Director, Branding: Zeev Ravid, Executive Client Director: Tal Fishbain, Account Supervisor: Yael Yuz, Amichay Kattan, Account Manager: Lia Gat, Gadi Margulian, Head of Strategic Planning: Yoni Lahav, Planning Director: Vered Golan, Planner: Ayelet Esformes, Agency Producer: Marina Akilov, Shira Robas, Sigal Nugasy, PR: Daniella Ribenbach Communications, Anna Magin PR

Creative idea explanation: The Task Force on Human Trafficking wanted to gain support for a law regarding trafficking and prostitution in Israel, recruit the media and raise awareness. A branded store offered women for sale in one of the busiest shopping centers in Tel-Aviv. A minisite was created where users could "purchase" women. In addition, we collaborated with the comparison site, zap.co.il, and created a new category: "Women Comparisons". A catalog of the women was sent to all Parliament members. More than 100 countries covered the event. 22,738 people joined the petition.




Show URLove

Show URLove

Year/ID: 2011 / H035G11
Group: H New or innovative
Subgroup: H New or innovative
URL: http://www.mdigital.co.il/FirstLoveEN/
Product and services category: Cellular Company
Registrant: MCCANN ERICKSON ISRAEL
Country: ISRAEL
Brand name: Cellcom
Advertiser: Cellcom
Advertising agency, city: McCann Erickson, Tel Aviv
Art director: Nir Hersztadt
Copywriter: Tal Schweiger, Daniel Barak
Project manager: Idan Samberg, Benyamin Atiya
Programmer: Jonathan Bachman
Other credits: Eldad Weinberger - VP Creative, Nir Refua - VP Creative Digital, Shira Porat - account suprvisor , Shira Cohen - account manager

Creative idea explanation: Israel has the highest amount of banner ads per person in the world. That's why when Cellcom asked us to promote "First Love", its branded content website with 150 teenagers' love stories, we needed to come up with a new way of making it noticeable to people online. To do that, we turned the URL address bar into our media, using it to present short love letters which in turn led viewers to the "First Love" website simply by pressing enter.



28.09.2011


19-й международный фестиваль рекламы Golden Drum пройдет в Портороже в Словении, с 2 по 5 октября. За годы своего существования Golden Drum вышел на позиции одного из самых ожидаемых мероприятий для рекламистов со всего мира. Для многих фестиваль является самым важным и заметным обзором рекламного мира за год, превосходя в этом даже фестиваль Cannes Lions.
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